Monday, March 19, 2012

Official 2012 Honda CR-V Game Day Commercial - "Matthew's Day Off"


This commercial contributes to the ideal cultural view of the "Hollywood Dream". The first visual at 0:01 of the bedroom makes it easy to establish that it is an upper-scale bedroom with luxurious furniture and an abundance of space. At 0:04 we see a famous celebrity which is a technique that draws audience's view because it is someone familiar. Again we are shown a visual at 0:06 that is an office of upper-class scale and another celebrity who has his shoes on top of the desk implying that he is not quite working hard. He is experiencing more of a leisure time while tossing his ball. At 0:10 when Matthew Broderick looks directly at the camera, he reaches the audience on a personal level and makes the viewers seem as though they know him. Then there are quick visuals of the ocean and then palm trees, which are visual tropes referring to vacation. Matthew picks up his car for his vacation day. Again Matthew continues to interact with the audience while he is experiencing his "day off" through various activities. After each activity the camera shot goes back to the visual of the car, thus suggesting that this car brings leisurely experiences. The last visual, after Matthew gives his keys to valet, is of an ordinary man stepping in the car and experiencing as much fun as Matthew just had. The man drives off into the city sunset, with the palm trees in view, and has a huge smile on his face because he is able to experience the life of a celebrity. Relaxing and leisure are key themes which ultimately lead to the main theme of the commercial, the "Hollywood Dream" of wealth and leisure.

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